A Design System for the Pharmaceutical Industry

Project Details

MAX is the Corporate HMI System that NiEW Design created for IMA. As a corporate system
it is designed to be embedded in all IMA machines for many different industrial branches
such as pharma, tea, food & beverage.

MAX is the result of a user-centered design project that included field research and testing with real operators all around the globe.

Its core value is flexibility. On one hand the system adapts contents to each user goals and skills, on the other hand it lets users customize a wide part of it with their own favourite features and controls. It is multi-device ready.

All customizations are available by default and are totally compliant to strict pharma standards.

MAX is not just a machine interface, it is a system that can adapt and mold itself to offer simplicity, consistency and effectiveness to all kinds of users.

 Different users with different tasks have the possibility to access to the system using their devices. Every part of the system is coherently integrated and governed in a univocal way, following the guidelines of a Corporate User Experience.

Deliverables and Process

I have led the project as Visual design competence coach, from the creation of the first prototype to the full product development. I was regularly conducting workshop with IMA team of graphic designers and developer to review their work and sketch together new solutions.
I also contributed as a UX researcher in customer visits in Northern Italy for testing the prototype.
I created the flows and templates of IMA’s tailor made Design System, MAX. In this system, I incorporated the Visual design concept and the related deliverables: brand analysis and brand book, sets of UI elements, animation and interaction guidelines, specifications for the Front End team.


IMA – Industria Macchine Automatiche

My role

Senior UX Designer
Visual Design coach
Design Researcher


October 2015 – August 2016